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“Black Titanium” sounds like it could be the name of any number of things. A high-tech smartphone. A fancy cologne. Even an intense heavy metal band. But none of those are as big as … read morewhat Black Titanium actually is – a new Scratch-Off Game from the New York Lottery, with a top prize of $10,000,000. This campaign defines exactly what Black Titanium is, by stating what it isn’t. The TV spot, directed by Matt Aselton, imagines what Black Titanium would be like as a heavy metal band. JSM collaborated with the agency on a Spotify album for the fake Black Titanium band, executing ads disguised as songs that “had to be completely legit to the (heavy metal) genre.” Across social executions, the New York Lottery compares the high-jackpot Scratch-Off Game to other items that Black Titanium could be, like a premium credit card or a fancy cologne. All while reminding you that it isn’t any of those things. It’s a new Scratch-Off Game. And it’s big.
read less...EVP: Mat Bisher
VP: Jason Ashlock
VP: Dominick Baccollo
Hailey Lawrence, Junior Art Director
Jack McNamara, Junior Copywriter
Nathy Aviram, Chief Production Officer
Chance Bassett, VP
Eric David Johnson aka DJ Bunny Ears, SVP Executive Integrated Music Producer
Dan Gross, Music Producer
Jamie Jou, Music Business Manager
Natalie Hernandez, Business Manager
Scot Beck, EVP Executive Account Director
Caroline Fuller, VP Account Director
Molly Vossler, Account Supervisor
Ellery Gitkin, Account Executive
Carolyn Martin, Account Executive
Jessica Foster, Assistant Account Executive
Laura Frank, VP Strategy Director
Michael Goldstein, VP Communications Planning Director
Michael Gonzalez, Project Manager
Production Supervisor: Tracy Zukowski
Production Designer: Mark Newell
Edit Company: MackCut
Editor: Gavin Cutler
Executive Producer: Gina Pagano
Assistant Editor: Alyce Muhammad
Music Company: Future Perfect
Audio Post Company: MackCut
Mix by: Sam Shaffer
VFX Company: Framestore
Executive Producer: Sarah Hiddlestone
Colorist: Tim Masick @ Co3 NY
JSM Music
CEO/CCO: Joel Simon
Exec. Producer: Jeff Fiorello
Producers: Andrew Manning/Norm Felke
Composers:
Joel Simon
Becca Riter
Seamus Kilmartin
Nathanial Morgan
Jason Krebs
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